On Wednesday, India’s government proposed that AI and social media companies must clearly label AI-generated content to combat deepfake and misinformation, inspired by similar initiatives in the EU and China.
With almost a billion internet users, India faces significant challenges in its diverse society, where fake news can incite severe conflicts, and AI deepfake videos have raised concerns during elections.
The proposed rules mandate platforms to mark AI-generated content, covering at least 10% of the visual display or the first 10% of an audio clip, imposing more responsibilities on companies like OpenAI, Meta, X, and Google.
Social media platforms will also need to obtain user declarations on whether content is AI-generated and implement technical measures for verification, according to the government’s draft proposal.
The rules aim to “ensure visible labeling, metadata traceability, and transparency for all AI-generated public media,” stated India’s IT ministry, which is seeking public and industry feedback by November 6.
GOVERNMENT CONCERNED ABOUT AI RISKS
The government noted the increased potential misuse of generative AI tools “to harm users, spread misinformation, manipulate elections, or impersonate individuals.”
OpenAI, Google, and Meta have not responded to Reuters’ inquiries.
Indian courts are handling prominent lawsuits concerning deepfakes. Bollywood celebrities Abhishek Bachchan and Aishwarya Rai Bachchan have petitioned a New Delhi judge to remove and ban AI videos violating their intellectual property rights, challenging YouTube’s AI training policy.
The 10% surface area rule is “among the first global attempts to set a quantifiable visibility standard,” according to Dhruv Garg, founding partner at the Indian Governance and Policy Project.
If implemented, these rules will require AI platforms in India to develop automated labeling systems to mark AI-generated content at creation, he added.
India is becoming a significant market for AI companies.
OpenAI CEO Sam Altman noted in February that India is its second-largest market, with user numbers tripling in the past year.
